When Procter & Gamble Cut $200 Million in Digital Ad Spend, It Increased Its Reach 10%

Unilever is also reevaluating its budget

Pritchard continues to evaluate P&G's digital spend. Getty Images

2018 is already shaping up to be a year when both Procter & Gamble and Unilever, two of the biggest CPG brands in the world, are demanding more out of their digital advertising by putting pressure on platforms and asking agencies to clean up their act.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.